A multichannel retailer is a company that sells directly to the public via more than one distribution channel. Most multichannel retailers sell through mail order catalogs and "brick & mortar" retail stores. Some multichannel retailers sell online as well. Typically, a multichannel retailer begins with a traditional retail storefront, then adds a mail order catalog and finally, once those two channels prove lucrative, expand to a third selling channel by establishing an online presence.

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